Sports betting operator Paddy Power has announced the launch of a UK marketing campaign to promote their fully personalized mobile sports betting app. The Irish operator claims that the app, is the first personalized mobile application for the sports betting market. According to UK news source MarketingWeek.co.uk , the operator has launched the app as part of a wider plan to boost digital revenue through enhanced mobile gaming products.

The bookmaker has created a “Messenger” app that lets users choose which sports they receive from news and updates for placing bets. Features include, live text commentary on football matches, account balance updates,information on the latest odds as well as the option to withdraw cash. The app will also push exclusive Paddy Power promotions relating to each sport.

A nationwide campaign, created by IF Agency, is being rolled out across newspapers, outdoor and online this month touting the service as a way for users to stay one step ahead of other gamblers. The ads aim to encourage both new and existing Paddy Power customers to download the app by playing up how fast it makes placing bets.